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All Journal AKSIOMA Jurnal Pendidikan Matematika Alchemy : Journal of Chemistry Jurnal Pendidikan Teknik Mesin Jurnal Ilmiah Mahasiswa FEB Jurnal Ilmu Kimia Universitas Brawijaya Journal of Innovation and Applied Technology The Journal of Pure and Applied Chemistry Research Majalah Obat Tradisional Journal of Governance and Public Policy EDU-RELIGIA : Jurnal Keagamaan dan Pembelajarannya Jurnal Keperawatan Muhammadiyah JURNAL PENDIDIKAN TAMBUSAI Jurnal At-Tarbiyat (Jurnal Pendidikan Islam) IJoASER (International Journal on Advanced Science, Education, and Religion) Jurnal Scientia Indonesia Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming Agroteknika Syntax Idea Agro Bali: Agricultural Journal EKONOMI BISNIS Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Orientasi Bisnis dan Entrepreneurship Jurnal Pengabdian kepada Masyarakat Jurnal Bisnis dan Manajemen (JBM) ProBisnis : Jurnal Manajemen Jurnal Al-Qiyam Jurnal Tana Mana Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya Jurnal Terapan Pemerintahan Minangkabau Jurnal Cakrawala Ilmiah JISOS: Jurnal ilmu sosial Journal of Innovation Research and Knowledge Jurnal Indonesia Sosial Sains Indonesian Research Journal on Education Jurnal Pengabdian Masyarakat Dharma Andalas Electronic Journal of Education, Social Economics and Technology Jurnal Al-Wasith : Jurnal Studi Hukum Islam Jurnal Konseling Pendidikan Islam JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Journal International Journal of Teaching and Learning (INJOTEL) Tematik PERFECT EDUCATION FAIRY INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) Jurnal Kajian Pendidikan dan Psikologi EBID:Ekonomi Bisnis Digital Ikhtiyar Jurnal Ekonomi Syari'ah E-Amal: Jurnal Pengabdian Kepada Masyarakat Permata : Jurnal Pendidikan Agama Islam Journal of Islamic Economy Jurnal Sains, Ekonomi, Manajemen, Akuntansi dan Hukum Journal of Islamic and Interdisciplinary Research Wahana Islamika; Jurnal Studi Keislaman
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Journal : PERFECT EDUCATION FAIRY

 1 
Integrating SWOT, STP, and 7Ps Frameworks to Strengthen MSME Competitiveness: A Case Study of Bi Omeh Grilled Chicken in Indonesia Wulandani, Yolanda Seva; Masruri, Masruri
PERFECT EDUCATION FAIRY Vol. 4 No. 1 (2026): PERFECT EDUCATION FAIRY
Publisher : PT. Batari Edu Calya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/pef.v4i1.1222

Abstract

This study examines the marketing strategies employed by Bi Omeh Grilled Chicken, a micro, small, and medium enterprise (MSME) in Tangerang Regency, Indonesia. Using a qualitative case study approach, data were collected through interviews, observation, and documentation, and analyzed with NVivo software to facilitate coding and visualization. The research applies SWOT, STP, and the 7Ps marketing mix to evaluate the firm’s strategic positioning. Findings show that Bi Omeh Grilled Chicken demonstrates strengths in taste quality, affordable pricing, and strategic location, while weaknesses include limited digital promotion and slow service delivery. This study highlights the importance of integrated marketing strategies for MSMEs to remain competitive in a highly dynamic food and beverage industry.
Co-Authors -, Yentisna Abda Abda Abdul, Kartini Maharani Adi Hermansyah, Adi Agustiyani, Halimah Thusyadiyah Aisya, Sitti Aji, Sandra Sukmaning al-Anshori, Abdul Wahid Alim Hardiansyah Almayda, Nabila Anggoro, Vieri Anna Roosdiana Ayatulloh, Daviq Budi Mulyadi Budi Mulyadi Budiyantara, Agus Dedi Setiawan Dodi Iskandar, Dodi Dwi Soegiarto, Dwi Edi Priyo Utomo EKO TRIANTO Erekso Hadiwijoyo Eyad Saleh Bani-Domi Fahmi Rizka Laily, Nurul Feber, Wempi Febri Rahadi Hartika, Ika Helda Wika Amini Hema Malini, Hema Henmaidi, Henmaidi Ichsan Ichsan Ikhtiarini, Nur Imam Muazansyah, Imam Indra Lasmana Tarigan Irfan Suliansyah Irsyad Sudirman Irsyad Sudirman, Irsyad Isak Rapinadi Merang Iskandar Iskandar Iyad Abdallah Al- Shreifeen Jamalus, Jamalus Jimmy Nasroen Jonny Judijanto, Loso Karma Iswasta Eka Kartini Maharani Abdul Keke Tamara Fahira Khalifatus Zuhriyah Alfianti Khasanah, Nadirotul kusmawati, diyah dwi Madyawati Latief Mariyah Ulfa, Siti Marzuki Mira Meilia Marka Mohammad Ahmad Bani Amer Mufida Istati Muhammad Faisal Mulatsih, Srie Nuning Murdani Murdani, Murdani Musran Munizu MUSTAMIN IDRIS Mustofa, Ihsan Najamuddin Petta Solong Najibah, Najibah Napitupulu, Alwi Muchtar Nashi Widodo Nasroen, Jimmy Naufal, Muji Zain Nijwah, Izzah Sarirotun Norikun, Bun Novan Ardy Wiyani Nurhikmah Nurhikmah Nurravida, Elvira Nurul Inayah Nurul Inayah Prima Yulianti Priyantini, Diah qurrota aini Raizaldi, Achmad Ria Kurniawati Rika Ampuh Hadiguna Riyanti, Ika Rizal, Muh Rollando, Rollando Rurini Retnowati Safitri, Anna Sahrul, Sahrul Salisa, Nalla Rizki Saputra, Andra Wibowo Sari Sukma Setyawan, Hendrix Yulis Siska Lusia Putri Siti Mariyah Ulfa Sobirin Sobirin Sri Eva Lusiana Subiyantoro, Heru Suhari, Rahman Supriatna Supriatna Suratmo Suratmo Surya, Rahadiyan Sutarjo Sutarjo Syaini Syaini, Syaini Syaini*, Syaini Toepak, Erwin Prasetya Trianto , Eko Udrika Lailatul Qodri Utami, Atrisia Aulia Warsito Warsito Wempi Feber Wicaksono, Edi Widagdo, Djoko Wike, Wike Wiryawan, Adam Wulandani, Yolanda Seva Yolanda Yolanda, Yolanda Zakaria, Nanang